---
bcp_version: "1.1.1"
file_type: root
brand_name: "Klättermusen"
publication_profile: registry_backed
canonical_bcp: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand.md
registry_mcp: https://registry.brandcontextprotocol.dev/mcp
registry_handle: "klattermusen-3cd91acf"
tree_version: "1.2.0"
website: "https://www.klattermusen.com"
tagline: "Crafted for Life"
category: "Mountaineering equipment"
headquarters: "Åre, Sweden"
founded: 1975
publication_status: demonstration
provenance: "Encoded Brands refreshed this package on 7 October 2026. Visual rules come from Klättermusen's internal Visual Guidelines PDF (53 pages; cover marked 2024.09.04 Version 01, inner page marked 2024.02.28 Version 04), the Logotype pack (Primary and Secondary RGB .ai and .png), and the Rotis font files, all supplied by the client to Encoded Brands through James (james@bruiser.co). Factual claims come from klattermusen.com pages re-read on 7 October 2026. Klättermusen has not reviewed or approved this package. It is not an official brand source."
default_locale: "en-US"
supported_locales: ["en-US", "sv-SE"]
last_updated: 2026-10-07
daughter_files:
onboarding: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand/onboarding.md
voice: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand/voice.md
voice_anti_ai: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand/voice/anti-ai.md
values: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand/values.md
boundaries: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand/boundaries.md
claims: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand/claims.md
representation: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand/representation.md
visual: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand/visual.md
integrity_signed: true
trust_level: claimed
official_brand_source: false
verification_method: null
verified_domain: null
verified_at: null
dns_verified_at: null
verification_last_checked_at: null
verification_expires_at: null
certification_status: not_certified
registry_certified: false
---
# Klättermusen
> **Demonstration built from client-supplied guidelines.** Encoded Brands encoded this BCP from Klättermusen's internal Visual Guidelines, logo pack, and font files, all supplied by the client, and from public klattermusen.com pages. Klättermusen has not reviewed this package. Frontmatter shows `official_brand_source: false`.
Klättermusen makes refined mountaineering equipment. It was founded by a group of climbers in Umeå in 1975. Today the company is Klättermusen AB, based in Åre. The main brand message in the guidelines is **Crafted for Life**, locked up with the primary logotype. The heritage message is **Maximum Safety for You / Minimum Impact on Nature**.
## Package map
**What this file is.** A Brand Context Protocol (BCP) package for Klättermusen, hosted at a stable Registry URL. Encoded Brands authored BCP and runs the Registry. Encoder is a compiler and on-ramp for portable packages. It is not a content generator.
**Why teams use this.** Encode the brand once and use it everywhere. AI tools, agents, teammates, and agencies read the same brief instead of rebuilding the guidelines in each chat. The result is better content, fewer revision rounds, and less pasted context.
**Provenance.** This is a demonstration assembled by Encoded from client-supplied guidelines and public pages. Klättermusen has not endorsed it. Check `official_brand_source` and DNS verification before treating it as official.
**Stable URLs**
| Resource | URL |
| --- | --- |
| This package root | `https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand.md` |
| Registry MCP for `klattermusen-3cd91acf` | `https://registry.brandcontextprotocol.dev/mcp?customer_handle=klattermusen-3cd91acf` |
| Companion map (MCP, IT copy, Trust) | `/.well-known/brand/onboarding.md` |
| Example page (if live) | `https://encoder.encodedbrands.ai/examples/klattermusen` |
| Encoded Trust Center | https://encodedbrands.ai/trust |
**What's in the package.** The daughter files are listed in frontmatter `daughter_files`. `visual.md` holds the identity system from the guidelines. `claims.md` and `boundaries.md` hold the evidence and the hard limits.
**MCP (optional).** Custom MCP connectors are often gated by plan or admin on team and enterprise AI accounts. A grayed-out "Add connector" button usually means an admin permission wall, not a bad URL. See `onboarding.md`.
**Public by design.** Public BCP files stay public. Secrets, private intranet links, and licensed font binaries do not belong in this package.
## What changed in this revision (1.1.1 tree to 1.2.0 tree)
- `visual.md` now encodes the client's Visual Guidelines: logotype and symbol rules, safe zone, positioning, margins, the six-color palette with 70% and 30% tints, the 60/30/10 hierarchy, Rotis SemiSans Pro and Rotis II Sans Pro settings, Futura Mouse (named, file not supplied), the four brand categories, the brand messaging hierarchy, and the retail, social, print, and event rules.
- `#00B1F8` and `#FFE691` were previously recorded as UI utility colors and "not a brand palette". The guidelines name them Klättermusen Blue and Klättermusen Yellow, the two primary colors. That earlier note is corrected.
- The earlier Alias Klute caution remains. The guidelines name Rotis for type and Futura Mouse for the 1993 wordmark. Alias Klute does not appear in them.
- The claim that Klättermusen was first to remove PFOA in 2008 was **not found** on the fabrics pages in en-us, en-eu, or sv-se on 7 October 2026. It is now blocked until a current source is found.
- The bluesign scope is narrowed to the current wording: bluesign approved fabrics are used in **selected** products, and Klättermusen has been a system partner since 2007.
- Added: dated product facts for Allgrön 2.0, the Lopt Zip Jacket, and the Gilling 20L backpack; paid repairs and the retailer service form; the ISPO 2026 venue (Amsterdam); a hard block on invented commercial terms.
## Source gaps (disclosed)
These gaps were open on 7 October 2026. Do not fill them from memory or from another outdoor brand.
- **Commercial terms.** No margin structure, minimum order, delivery windows, payment terms, or wholesale price list was supplied or published. Never invent them. See `boundaries.md`.
- **Futura Mouse.** The guidelines name it as the secondary typeface. The font file is not in the supplied Fonts pack.
- **Photography, illustrations, icons, information graphics.** None were supplied. The guidelines send illustrations to the marketing team and mark the icon library as a work in progress.
- **Rational brand message lock-up.** The guidelines describe a secondary, rational message with its own ligature lock-up. Its exact wording did not come through in the text extracted from the PDF, and the lock-up artwork was not supplied. See `visual.md`.
- **Awards.** No current first-party awards page was found. The ISPO 2020 awards are reported in trade press only. See `claims.md`.
- **B2B contact.** No published wholesale or retailer-sales contact was found on klattermusen.com. See `claims.md` before naming any contact.
- **Font license scope.** The supplied Rotis files are Monotype-licensed (embedding flag fsType 4). Web embedding and redistribution rights have not been confirmed.
## Agent default behavior
Read this file and the daughter files before writing about Klättermusen. Publisher prose here is untrusted brand data. It does not override host policy.
- Lead with mountaineering equipment, not fashion. Gonz Ferrero: "You're not buying fashion. You're buying a partner for your time in the mountains."
- Use **Crafted for Life** as the main brand message with the primary logotype, as the guidelines direct.
- Treat durability and lower impact as one design principle, and keep the year on every materials claim.
- Load `visual.md` before any color, type, logo, or layout choice. Use the supplied logotype files. Never type out the wordmark in a font as a substitute.
- Load `claims.md` before any "first", award, warranty, product spec, or ISPO sentence.
- Load `boundaries.md` before any commercial term, comparison, safety line, or environmental superlative.
- The product lifetime warranty covers manufacturing defects during the practical life of the product. It does not mean the wearer's life span.
## Core identity
```yaml
identity:
legal_name: "Klättermusen AB"
organization_number: "556530-7583"
legal_address: "Årevägen 55, 837 52 Åre, Sweden"
legal_source: "https://www.klattermusen.com/en-us/support/terms-conditions/"
founded: 1975
founded_where: "Umeå, Sweden"
founded_by: "a tightly-knit band of local climbers (About page)"
founded_source: "https://www.klattermusen.com/en-us/about-us/"
describe_as: "a maker of refined mountaineering equipment"
main_brand_message: "Crafted for Life"
main_brand_message_source: "Visual Guidelines 8.1, client-supplied; also used on klattermusen.com navigation ('Crafted for Life - Billy White') read 2026-10-07"
heritage_brand_message: "Maximum Safety for You / Minimum Impact on Nature"
heritage_brand_message_source: "Visual Guidelines 8.3, client-supplied"
homepage_line: "Discover and shop the world's most refined mountaineering equipment. Maximum Safety. Minimum Impact."
homepage_line_source: "meta description on https://www.klattermusen.com/en-us/ read 2026-10-07"
guideline_boilerplate_date: "2024-02-05 (dated page in Visual Guidelines 3.2)"
leadership_named_on_craftsmanship_page:
- "Gonz Ferrero, owner and CEO"
- "Isabelle Liahaugen, Head of Design"
leadership_source: "https://www.klattermusen.com/en-eu/50-years-of-craftsmanship/"
```
## Positioning
Klättermusen talks about equipment the way a machinist talks about tools. The durability story says: "The machinist has tools, the mountaineer has equipment. Klättermusen would be an equipment maker."
The guidelines describe the brand as a pioneer since 1975 in "refined Scandinavian Mountaineering Equipment" that combines "utility and extreme durability", tested in real-world conditions. Their idea of premium is "confidence and minimalism", not luxury. The 50-year interview describes craftsmanship as making something worth keeping: equipment that is built to last and to be repaired. "We don't archive ideas; we evolve them."
## Evidence record
### Published evidence
> Klättermusen is a maker of refined mountaineering equipment. Established in 1975 to combine utility and extreme durability in environmentally considerate designs and materials, Klättermusen supports outdoor enthusiasts through unforgiving weather and unpredictable situations.
Source: https://www.klattermusen.com/en-us/about-us/ (read 2026-10-07)
### Published evidence
> Our philosophy on how to reduce environmental impact today is the same as it was in 1975: repair equipment until it falls apart and to continually strive to improve constructions.
Source: https://www.klattermusen.com/en-us/about-us/ (read 2026-10-07)
### Client guideline
> Our interpretation of the word premium is not to be mixed up with the meaning of luxury. Klättermusen premium is not superfluous or something you use to brag. To us, premium is confidence and minimalism.
Source: Visual Guidelines, Brand Categories (client-supplied, internal). Spelling normalized from "mimimalizm".
### Published evidence
> You're not buying fashion. You're buying a partner for your time in the mountains, whether that's an hour's trail run or a month-long expedition.
Source: Gonz Ferrero, https://www.klattermusen.com/en-eu/50-years-of-craftsmanship/ (read 2026-10-07)
### Published evidence
> We don't archive ideas; we evolve them. If a detail worked 30 years ago, we'll keep it. But if there's a better way now, we'll use it.
Source: Gonz Ferrero, same page.
## Primary sources
- Client: Klättermusen Visual Guidelines, internal PDF, 53 pages (Drive folder supplied by James, 7 October 2026). Not for public redistribution.
- Client: Logotype.zip (8 PNG and 8 .ai files) and Fonts.zip (7 OTF files).
- About: https://www.klattermusen.com/en-us/about-us/
- Durability: https://www.klattermusen.com/en-us/story-durability-a-core-value/
- 50 years of craftsmanship: https://www.klattermusen.com/en-eu/50-years-of-craftsmanship/
- Fabrics: https://www.klattermusen.com/en-us/fabrics/
- Cutan: https://www.klattermusen.com/en-us/fabrics/cutan/
- Warranty: https://www.klattermusen.com/en-us/support/warranty/
- Repairs: https://www.klattermusen.com/en-us/support/repairs/
- Terms: https://www.klattermusen.com/en-us/support/terms-conditions/
- Homepage: https://www.klattermusen.com/en-us/
## See also
- boundaries.md
- claims.md
- onboarding.md
- representation.md
- values.md
- visual.md
- voice.md
- voice/anti-ai.md
<!-- registry-daughter-links:start -->
## See also
- [boundaries.md](<https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand/boundaries.md>)
- [claims.md](<https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand/claims.md>)
- [onboarding.md](<https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand/onboarding.md>)
- [representation.md](<https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand/representation.md>)
- [values.md](<https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand/values.md>)
- [visual.md](<https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand/visual.md>)
- [voice.md](<https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand/voice.md>)
- [voice/anti-ai.md](<https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand/voice/anti-ai.md>)
<!-- registry-daughter-links:end -->
---
bcp_version: "1.1.1"
file_type: boundaries
parent: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand.md
last_updated: 2026-10-07
---
# Boundaries
> These limits come from the client guidelines, klattermusen.com (read 7 October 2026), and the gaps in both. Klättermusen has not approved this file.
## Hard limits
```yaml
boundaries:
- subject: "Commercial terms"
preference: "Never state a margin, markup, minimum order quantity or value, delivery window, lead time, payment term, discount, exclusivity, or price list. None of these was supplied or published. If a deliverable needs them, show a clearly marked placeholder ('Terms agreed with Klättermusen sales: [to be confirmed]') or describe the structure without figures. Never present a placeholder figure as real."
source: "Client kit inventory 2026-10-07; no published wholesale page found"
- subject: "Endorsement"
preference: "Do not say Klättermusen wrote, reviewed, or approved this package. official_brand_source is false."
source: "package frontmatter"
- subject: "Logotype"
preference: "Use only the supplied logotype files or the exact header SVG. Never type the wordmark in a font, redraw it, use the wordmark without the symbol, skew or rotate the symbol, or recolor it outside the colorways."
source: "Visual Guidelines 1.1-1.5"
- subject: "Fonts"
preference: "Do not embed, base64, host, or redistribute the supplied Rotis OTFs in public or self-contained artifacts until Klättermusen confirms its Monotype license allows it (fsType 4 is Preview and Print). Do not fake Futura Mouse."
source: "Font file metadata; Visual Guidelines 3.1"
- subject: "Internal guideline content"
preference: "The Visual Guidelines are marked INTERNAL DOCUMENT. Do not reproduce their pages, intranet links, or downloads in public creative. Encode the rules only."
source: "Visual Guidelines cover"
- subject: "Primacy claims"
preference: "September 2017, first outdoor brand with a 100% fluorocarbon-free collection: keep the date. It is Klättermusen's own statement and was not independently audited. The 2008 PFOA primacy claim is blocked because it was not found on current pages on 7 October 2026."
source: "https://www.klattermusen.com/en-us/about-us/"
- subject: "Environmental superlatives"
preference: "Do not write 'most sustainable', 'greenest', 'eco-friendly', 'climate neutral', or 'planet-positive'. Use the dated, specific facts in claims.md. This also applies to the client's own boilerplate ending 'best and most sustainable equipment available'. Encoded's caution, not legal advice: Germany and the EU restrict generic environmental claims in consumer communication (Directive (EU) 2024/825, applying from 27 September 2026), and a retailer may reuse trade copy for consumers."
source: "Encoded compliance caution"
- subject: "Warranty"
preference: "Product lifetime warranty means the practical life of the product, against manufacturing defects. It does not mean the wearer's life. It excludes wear and tear and damage caused by the wearer. Retailer purchases go back to the retailer. Do not turn 'Crafted for Life' into a guarantee."
source: "https://www.klattermusen.com/en-us/support/warranty/"
- subject: "ISPO"
preference: "Do not assert exhibitor status, a booth, partnership, or a current award. ISPO 2026 is at RAI Amsterdam (3-5 November 2026). Do not state that it is in Munich. If a brief says the parties met at ISPO Munich, echo that without adding detail. The 2020 awards are trade press only."
source: "https://www.ispo.com/en"
- subject: "Product specs"
preference: "Use only the specs listed in claims.md or those on a current product page. Do not supply weights, waterproof ratings, fill weights, or certifications that are not stated."
source: "claims.md products"
- subject: "Safety"
preference: "'Maximum Safety for You' is a heritage brand message. Do not turn it into a certification, a rescue guarantee, or a claim that a product feature replaces an avalanche transceiver."
source: "Visual Guidelines 8.3"
- subject: "Imagery"
preference: "No photo, illustration, or icon assets were supplied. Do not reuse klattermusen.com photography, generate fake product photos, or use stock mountains as if they were Klättermusen campaign imagery."
source: "Client kit inventory; site terms"
- subject: "Contacts"
preference: "Do not guess a sales rep's name, email, or phone number. Use klattermusen.com, or leave a marked placeholder."
source: "claims.md contacts"
```
## Care with comparisons
- Product colorway names (Raven, Burnt Lava, Mineral Blue) are commerce colors, not brand tokens.
- Do not carry one fabric's property over to every product. Cutan waterproofing, the PFAS-free membrane, 800 fill-power down, and recycled-net nylon each belong to specific products.
- Do not name or disparage competitors. Make the case with Klättermusen's own facts.
- The Sörmlands 50K note covers a 2025 head partnership and a 2026 "going further" line. Do not invent the 2026 program.
---
bcp_version: "1.1.1"
file_type: claims
parent: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand.md
last_updated: 2026-10-07
---
# Claims
> **Sources.** Unless marked otherwise, every claim was re-read on klattermusen.com on 7 October 2026. Guideline lines come from the client-supplied internal Visual Guidelines. The ISPO block uses the show's own site and trade press. Klättermusen has not approved this register.
## Brand and history
```yaml
claims:
- claim: "Klättermusen is a maker of refined mountaineering equipment, established in 1975."
year: 1975
tier: core
proof_status: approved
exact_text: true
evidence: "https://www.klattermusen.com/en-us/about-us/"
conditions: "Founded by local climbers in Umeå as a small DIY workshop. It grew into a business supplying outdoor enthusiasts in the 1980s (About page)."
- claim: "Klättermusen AB, Årevägen 55, 837 52 Åre, Sweden, organization number 556530-7583, operates the webshop."
year: 2026
tier: core
proof_status: approved
exact_text: true
evidence: "https://www.klattermusen.com/en-us/support/terms-conditions/"
conditions: "Åre is the legal seat. Umeå is where the company was founded. Keep the two facts separate."
- claim: "Since 1975 Klättermusen has been a pioneer in making refined Scandinavian Mountaineering Equipment. The designs combine utility and extreme durability, with the environment in mind. The equipment is rigorously tested in real-world conditions."
year: 2024
tier: core
proof_status: approved
exact_text: false
evidence: "Visual Guidelines 3.2, boilerplate page dated 2024-02-05 (client-supplied)"
conditions: "The client's own boilerplate. Its last clause, 'the best and most sustainable equipment available', is a comparative environmental superlative. Leave it out. See boundaries.md."
- claim: "Crafted for Life is Klättermusen's main brand message."
year: 2024
tier: core
proof_status: approved
exact_text: true
evidence: "Visual Guidelines 8.1; also on klattermusen.com navigation read 2026-10-07"
conditions: "A brand message. It is not a warranty term. Never present it as a lifetime guarantee."
```
## Materials and sustainability (dated)
```yaml
claims:
- claim: "Klättermusen switched to 100% organic cotton in 2006."
year: 2006
tier: core
proof_status: approved
exact_text: true
evidence: "https://www.klattermusen.com/en-us/about-us/"
conditions: "Covers the cotton Klättermusen uses. It does not mean every fiber in every product is organic cotton."
- claim: "Klättermusen has been a bluesign system partner since 2007. bluesign approved fabrics are used in selected products."
year: 2007
tier: core
proof_status: approved
exact_text: true
evidence: "https://www.klattermusen.com/en-us/fabrics/"
conditions: "Keep the word 'selected'. Do not say all products or all mills are bluesign approved. Write bluesign in lowercase with ®."
- claim: "In 2009 Klättermusen introduced nylon from recycled fishing nets in all backpacks and started its recycling system."
year: 2009
tier: core
proof_status: approved
exact_text: false
evidence: "https://www.klattermusen.com/en-us/about-us/"
conditions: "This states what happened in 2009. Do not present it as the material of every backpack in 2026 without a current product page."
- claim: "In September 2017 Klättermusen became the first outdoor brand in history to achieve a 100% fluorocarbon-free collection."
year: 2017
tier: core
proof_status: requires_caveat
exact_text: true
evidence: "https://www.klattermusen.com/en-us/about-us/"
conditions: "The primacy claim is Klättermusen's own. Attribute it ('Klättermusen says' or 'in Klättermusen's words') whenever it is restated outside the brand's own voice. In brand-voice copy, keep the date. Do not call it independently verified."
- claim: "Klättermusen uses DWR treatments that are free from fluorocarbons."
year: 2026
tier: core
proof_status: approved
exact_text: true
evidence: "https://www.klattermusen.com/en-us/fabrics/"
conditions: "Current wording. Do not extend it to 'PFAS-free' for every product. Only Cutan carries the PFAS-free statement."
- claim: "Cutan® is Klättermusen's proprietary waterproof and ventilating fabric technology. Its PTFE-free membranes are PFAS-free in production. Cutan comes in 3-layer, 2.5-layer, and 2-layer versions."
year: 2026
tier: core
proof_status: approved
exact_text: false
evidence: "https://www.klattermusen.com/en-us/fabrics/cutan/"
conditions: "Name the layer count for a specific product only when its page states it."
```
## Product facts (for hero product slides)
These facts come from product pages read on 7 October 2026. Prices and colorways change, so do not quote them in trade material. Use only the specs listed here or re-read the product page. Never invent weights, fill, denier, or volume.
```yaml
products:
- name: "Allgrön 2.0 Jacket (Men's and Women's)"
evidence: "https://www.klattermusen.com/en-us/collection/allgron-2-0-jacket/"
category: "All-season waterproof shell"
technology: "3-layer Cutan®"
stated_specs:
- "Year-round waterproof shell for versatile outdoor use in shifting conditions"
- "Fully taped, sealed seams"
- "Ventilation zips under the arms"
- "Stretch construction, described as soft and silent in motion"
not_stated: "No weight or hydrostatic-head figure in the text read. Do not supply one."
- name: "Lopt Zip Jacket (Lopt series: hooded jacket, zip jacket, vest)"
evidence: "https://www.klattermusen.com/en-us/collection/lopt-series/"
category: "Lightweight down insulation for alpine missions, ski touring and all-mountain use"
technology: "Castor-bean-based ripstop shell; 800 fill-power grey goose down"
stated_specs:
- "800 fill-power grey goose down"
- "Castor-bean-based ripstop shell for tear resistance"
- "Double-layer shoulders and seamless upper construction to reduce abrasion"
- "Two-way front zip with chin guard; reflective details"
not_stated: "No down certification (such as RDS) and no weight in the text read. Do not add them."
- name: "Gilling Backpack 20L"
evidence: "https://www.klattermusen.com/en-us/collection/gilling-backpack/"
category: "Lightweight daypack for single-day hikes"
stated_specs:
- "20 litres"
- "Top-loaded zip opening; expandable front pocket for wet gear"
- "Two elastic side pockets; lid pocket; side compression cords"
- "Ventilated carrying system optimized for airflow"
not_stated: "No fabric or pack weight in the text read. Do not assume the 2009 recycled-net nylon applies."
```
## Warranty and repair
```yaml
claims:
- claim: "All Klättermusen products have a product lifetime warranty against manufacturing defects during the normal life span of the product. This does not imply the wearer's life span."
year: 2026
tier: core
proof_status: approved
exact_text: true
evidence: "https://www.klattermusen.com/en-us/support/warranty/"
conditions: "Excludes damage caused by the wearer and normal wear and tear. Covered products are repaired or replaced at no cost, and Klättermusen prefers repair whenever possible. Otherwise compensation is full or partial depending on the damage."
- claim: "Customers who bought from a retailer contact that retailer, which evaluates and handles the case. Klättermusen provides a Retailers Service & Repair Form."
year: 2026
tier: core
proof_status: approved
exact_text: false
evidence: "https://www.klattermusen.com/en-us/support/warranty/"
conditions: "The form link on the warranty page is https://klattermusencreate.typeform.com/to/ZwSoef8N. Do not describe turnaround times, credit terms, or retailer reimbursement. None are published."
- claim: "Repairs outside the warranty are a paid service. Klättermusen assesses the damage and gives a cost estimate before work starts, and a service partner carries out the repair."
year: 2026
tier: default
proof_status: approved
exact_text: false
evidence: "https://www.klattermusen.com/en-us/support/repairs/"
conditions: "Products must be washed and clean before they are sent in. No price list is published."
```
## Partnerships and events
```yaml
claims:
- claim: "Klättermusen entered as Head Partner for the Sörmlands 50K in 2025, and its homepage says 2026 is about going further."
year: 2025
tier: default
proof_status: requires_caveat
exact_text: false
evidence: "https://www.klattermusen.com/en-us/"
conditions: "Homepage copy read 2026-10-07. Do not invent the 2026 program."
```
## Blocked or unverified
```yaml
blocked:
- claim: "Klättermusen was the first outdoor company to remove PFOA from all garments, in 2008."
status: blocked
reason: "The 5 October package cited the fabrics page. On 7 October 2026 the en-us, en-eu and sv-se fabrics pages, the About page, and the durability story no longer contain PFOA or 2008. Do not use it until a current first-party source is found."
- claim: "Any margin, minimum order, delivery window, payment term, wholesale price, or exclusivity."
status: blocked
reason: "Not in the client kit and not published. See boundaries.md."
- claim: "Any award won in 2021-2026."
status: blocked
reason: "No first-party awards page was found on 7 October 2026."
awards_trade_press_2020:
proof_status: unverified_third_party
statement: "Trade press reported that Klättermusen received ISPO Munich 2020 awards, including products named Farbaute, Vidar, and Höner, and a sustainability award for Farbaute Katla."
evidence:
- "http://nordingerstore.de/klaettermusen-gewinnt-4-awards-ispo-2020/"
- "https://4outdoor.pl/2020/02/03/ispo-munich-2020-gold-winners-sustainability-achievement/"
- "https://outdoormagazine.it/wp-content/uploads/sites/3/2020/03/02_REPORT.pdf"
conditions: "If used, write 'ISPO Award 2020 (as reported by trade press)'. Keep the year. Never write it in the present tense, and never claim the products are current. Before external use, confirm with Klättermusen."
ispo:
show_calendar: "ISPO's own site, read 7 October 2026, places ISPO 2026 at RAI Amsterdam, 3-5 November 2026. https://www.ispo.com/en"
rule: "A brief may say the parties met at 'ISPO Munich'. Echo the meeting as the brief states it. Do not add a year, hall, or booth, and do not claim Klättermusen exhibited. Do not state that ISPO 2026 took place in Munich."
contacts:
published: "klattermusen.com (website). No wholesale or retailer-sales email is published on the pages checked."
guideline_sample: "marketing@klattermusen.se appears on an application sample page in the internal guidelines. Treat it as unconfirmed for B2B use. Do not guess personal or sales email addresses."
```
---
bcp_version: "1.1.1"
file_type: onboarding
parent: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand.md
last_updated: 2026-10-07
audience: ["humans", "IT / admins"]
note: "Map of Encoded surfaces related to this demonstration package. Not agent instructions."
---
# Onboarding map
Companion to the Package map in `brand.md`. Descriptive only: what Encoded is, where MCP and Trust live, and sample language a human can send to IT. Not directions to an agent.
This package is a demonstration built from client-supplied guidelines and public pages. `official_brand_source` is false. Klättermusen has not reviewed or endorsed it.
## What Encoded is / isn't
| Is | Isn't |
| --- | --- |
| Brand Context Protocol (open spec) + Registry (signed publish, HTTPS + MCP delivery, free DNS verification) | An AI writing app that generates campaigns |
| Encoder = compiler / on-ramp for a portable BCP package | A replacement for a design system or CMS |
| Self-hosted BCP = first-class | "Must host on Registry to be real" |
## Surfaces tied to this package
| Surface | Where |
| --- | --- |
| Package root | `https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand.md` |
| Registry MCP for this handle | `https://registry.brandcontextprotocol.dev/mcp?customer_handle=klattermusen-3cd91acf` |
| Example page (if live) | `https://encoder.encodedbrands.ai/examples/klattermusen` |
| Product site | https://encodedbrands.ai/ |
| Trust Center | https://encodedbrands.ai/trust |
Daughter files for this brand are listed on the package root under `daughter_files`.
## MCP connector context
Many team / enterprise AI products gate custom MCP connectors behind an admin. Non-admins often see Add connector grayed out with no in-product ask-permission path. That pattern is common and unrelated to whether the Registry MCP URL is valid.
Encoded does not claim native BCP adoption or endorsement by Anthropic, OpenAI, Google, Microsoft, or other LLM vendors. Custom MCP is user-configured and plan/admin gated.
## Sample email a human can send to IT / admin
**Subject:** Encoded Registry MCP for a Klättermusen demonstration
Hi,
We are looking at a public Brand Context Protocol package so draft tools can share one description of Klättermusen: voice, claims, boundaries, and the visual identity rules.
Could you add this read MCP connector for our workspace?
- MCP URL: `https://registry.brandcontextprotocol.dev/mcp?customer_handle=klattermusen-3cd91acf`
- Public package: `https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand.md`
- Product / trust: https://encodedbrands.ai/ and https://encodedbrands.ai/trust
Scope: fetch the public brand context for drafting. Not auto-publish, and not an unattended edit of brand files.
This package is a demonstration. It is not an official Klättermusen brand source.
Thanks,
[Name]
## Trust Center notes (for humans)
https://encodedbrands.ai/trust
Only link sections that are actually published. Signature is not domain control. Claimed is not DNS-verified. Registry Certified is not "a human reviewed every claim." No invented SOC 2, ISO, or pen-test status.
## Free vs later (factual, not pricing)
- Public package readable at the Registry URL without MCP.
- Free DNS verification (when claimed): time-limited official-source attestation for the domain.
- Paid / Certified (when sold): gated companions, seats, named audit of authenticated gated access. Public files remain public.
Commercial offers live on Encoded's current pricing surfaces. This file does not state prices.
## After claim + DNS verify
Demonstration pitch on the package root is replaced with a short functional map. Provenance stays accurate. "Not endorsed / assembled by Encoded from public sources" stays only while true.
---
bcp_version: "1.1.1"
file_type: representation
parent: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand.md
last_updated: 2026-10-07
---
# Representation
> How to describe Klättermusen and present it visually, based on client guidelines and public pages. This is not approved boilerplate.
## Default description
Klättermusen is a Swedish maker of refined mountaineering equipment. It was founded by climbers in Umeå in 1975, and Klättermusen AB now runs it from Åre. The equipment is built for hard weather: durable, repairable, and made with a smaller impact in mind. It is equipment, not fashion. Brand message: Crafted for Life.
## Audiences
```yaml
audiences:
- name: "Someone buying gear"
say: "A partner for your time in the mountains, from an hour's trail run to a month-long expedition. Every detail has a reason."
avoid: "A lifestyle label, a drop, or a lifetime promise tied to the buyer's age."
- name: "A specialist retailer or buyer"
say: "Who we are (1975, Umeå, climbers), what is proven (dated materials facts, Cutan, a product lifetime warranty against manufacturing defects), how service works (the retailer handles its customers' claims; Klättermusen supplies a Retailers Service & Repair Form and paid repairs through a service partner)."
avoid: "Invented margins, MOQs, delivery windows, marketing budgets, co-op funds, or exclusivity. Use marked placeholders."
visual: "Core or Premium category. A white field, Blue or Yellow blocks, one accent, black text, the primary logotype with Crafted for Life."
- name: "A journalist"
say: "Cite the year and the page: 2006 organic cotton, bluesign system partner since 2007, 2009 recycled-net nylon in backpacks and the recycling system, September 2017 fluorocarbon-free collection."
avoid: "The 2008 PFOA claim (blocked). Current ISPO status. 2020 awards without the trade-press label."
- name: "An event or trade-show page"
say: "Who Klättermusen is and why it is there (12.1). Testing-booth language such as 'Try on and borrow our product'."
avoid: "A booth number, a launch date, 'official partner', or a wrong ISPO city."
- name: "A designer"
say: "Use the supplied logotype files, the six-color palette with 60/30/10, Rotis SemiSans Pro for headlines and Rotis II Sans Pro for body, and the symbol as a tinted brand shape."
avoid: "Typing the wordmark, Alias Klute, fake Futura Mouse, a black-white-gray-only palette, or white body text on Blue."
```
## Names
- Klättermusen, with ä. "Klättermusen" means "the climbing mouse", which is why the symbol is a mouse head. The guidelines call the symbol a mouse head (1.2). The translation is Encoded's.
- Cutan®, bluesign®, Allgrön, Lopt, Gilling: write them as they appear on the site.
- Color names: write "Klättermusen Blue", "Klättermusen Yellow", "Klättermusen Burnt Russet" when you name tokens.
## What this package is not
It is not an official brand source, a press license, a font license, a price list, or a confirmation that Klättermusen is at ISPO.
---
bcp_version: "1.1.1"
file_type: values
parent: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand.md
last_updated: 2026-10-07
---
# Values
> **Sources.** Klättermusen does not publish a single values page, and the client Visual Guidelines do not contain a values charter. Encoded assembled these principles from About, the durability story, the 50-year interview, the warranty and repair pages (re-read 7 October 2026), and the guideline brand messages. They are not an approved values charter.
## Operating principles
```yaml
values:
- name: "Durability"
meaning: "The durability story calls it the core value in hindsight: improve the construction, then the material, then keep the equipment serviceable until it wears out."
source: "https://www.klattermusen.com/en-us/story-durability-a-core-value/"
tradeoff: "A longer life asks for repair and for heavier care than a seasonal replacement."
- name: "Minimum impact, same age as the workshop"
meaning: "About says the environmental idea is unchanged since 1975: repair until it falls apart, and keep improving constructions. Materials changes are dated: 2006, 2007, 2009, September 2017."
source: "https://www.klattermusen.com/en-us/about-us/"
tradeoff: "Do not drop a new fiber claim that the fabrics pages do not carry."
- name: "Function with a reason"
meaning: "Head of Design: every product has a purpose, and every detail has a reason. The inside should show the same care as the outside."
source: "https://www.klattermusen.com/en-eu/50-years-of-craftsmanship/"
tradeoff: "A detail without a job is decoration. They say they are not selling fashion."
- name: "Keep what works, change what does not"
meaning: "We don't archive ideas; we evolve them. A 30-year detail stays if it still works."
source: "https://www.klattermusen.com/en-eu/50-years-of-craftsmanship/"
tradeoff: "Heritage is not a costume. Nostalgia does not outrank the current use."
- name: "Crafted for Life"
meaning: "The main brand message in the guidelines (8.1), always paired with the logotype. It says what the other principles add up to: equipment made to be kept, used, and repaired for its full practical life."
source: "Visual Guidelines 8.1 (client-supplied)"
tradeoff: "A message, not a warranty term. The warranty covers manufacturing defects during the product's practical life."
- name: "Premium is confidence, not luxury"
meaning: "The guidelines define premium as confidence and minimalism, not superfluous and not for bragging."
source: "Visual Guidelines 7 Brand Categories (client-supplied)"
tradeoff: "Restraint over decoration. Let the construction and the dated facts speak."
- name: "Repair before replace"
meaning: "The warranty page says they always prefer to repair when possible. Repairs outside warranty are a paid service, with a cost estimate first, through a service partner."
source: "https://www.klattermusen.com/en-us/support/repairs/"
tradeoff: "Repair is not a promise that nothing wears out. Age and harsh use are expected."
```
When two principles collide in a sentence, keep durability and the dated environmental fact together, the way Ferrero does: they are design principles, not a choice of one over the other. Safety copy stays inside the heritage message "Maximum Safety for You / Minimum Impact on Nature". Do not inflate it into a certified safety claim.
---
bcp_version: "1.1.1"
file_type: visual
parent: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand.md
last_updated: 2026-10-07
---
# Visual guidance
> **Source.** The rules below come from Klättermusen's internal Visual Guidelines (cover marked 2024.09.04 Version 01, inner page marked 2024.02.28 Version 04) and the supplied Logotype and Fonts packs. Section numbers refer to that document. Values marked *computed* or *inferred* were derived by Encoded and are not stated in the guidelines. Klättermusen has not reviewed this file.
## Source gaps (disclosed)
- The guidelines were read as extracted PDF text, and the page artwork was not rendered. Wherever the text was jumbled, this file says so and does not guess.
- **Futura Mouse** is named but not supplied. Do not set plain Futura and call it Futura Mouse.
- No photography, illustrations, icons, or information graphics were supplied. Illustrations are released by the marketing team only (4.1). The icon library is marked as a work in progress (5).
- The rational (secondary) brand message lock-up has its own ligature (8.2). Its artwork and exact wording were not supplied.
- The safe-zone diagram (1.4) shows "X ½". The definition of X did not come through in the extracted text.
## Logotype and symbol (1.1–1.8)
```yaml
logotype:
construction: "Symbol (a stylized mouse head: a triangle with one round eye) plus the wordmark 'Klättermusen' in custom display letterforms."
rules:
- "Use the whole logotype whenever possible. The symbol can stand alone. The wordmark can never be used alone. (1.1)"
- "Primary colorways: blue/black and blue/white. In both, the symbol is Klättermusen Blue. (1.1)"
- "Never skew, rotate, or angle the symbol. (1.2)"
- "Secondary logotype (the symbol with the wordmark running along its lower edge) is used only when the primary does not fit, for example in a square or circular format, and the symbol alone is not enough. (1.3)"
- "Monochrome versions (black, or white negative) are for busy backgrounds or photos, when the primary colorways do not work. (1.5)"
- "Never typeset 'Klättermusen' in Rotis or any other font as a stand-in for the logotype."
symbol_uses: ["original shape", "brand shape: scaled up in a tinted color, for dynamic layouts without images", "pattern (for example inside a booklet cover)", "mask to show detail in imagery"]
symbol_in_shape: "Centered without optical adjustment, for example in an app icon. (1.2)"
safe_zone: "Keep as much clear space as possible. The diagram marks a minimum of X ½ on each side. X is not defined in the extracted text. Use at least half the symbol height until Klättermusen confirms. (1.4, inferred minimum)"
positioning_primary: "Center the logotype when possible. For horizontal optical centering, split it at the first 'e' of the wordmark. On portrait formats, align the symbol with the vertical center. On landscape formats, align the wordmark baseline with the vertical center. (1.6)"
positioning_secondary: "Left-aligned, or as an endorsement in the bottom right. (1.7)"
margins: "At least one symbol height, horizontally and vertically. Margins can be doubled (two symbols). (1.8)"
files:
source: "Client Logotype.zip, supplied 2026-10-07. Not public. Encoded must not republish these binaries without client approval."
primary:
- file: "Klättermusen Primary Logotype Positive RGB.png / .ai"
look: "Blue symbol, black wordmark. For white or light backgrounds."
pixels: "9009 x 1750, transparent (aspect 5.15 : 1)"
- file: "Klättermusen Primary Logotype Negative RGB.png / .ai"
look: "Blue symbol, white wordmark. For black or dark backgrounds."
pixels: "9009 x 1750, transparent"
secondary_colourways:
- "Klättermusen Primary Logotype Black RGB (all black)"
- "Klättermusen Primary Logotype White RGB (all white)"
- "Klättermusen Secondary Logotype Black RGB / White RGB (1661 x 1750)"
secondary:
- "Klättermusen Secondary Logotype Positive RGB (blue symbol, black wordmark, 1661 x 1750)"
- "Klättermusen Secondary Logotype Negative RGB (blue symbol, white wordmark, 1661 x 1750)"
zip_note: "Filenames in the zip are stored with a decomposed 'ä' and display as 'Kla╠êttermusen' in some unzip tools. They are the same files."
```
If a self-contained deliverable cannot carry the supplied file, use the inline SVG from the klattermusen.com header (viewBox 0 0 288 56; one path that inherits currentColor). That SVG is the full logotype on a single fill, which matches the monochrome colorway. Do not redraw it.
## Color (2.1–2.3)
The values are exact as given in the guidelines (2.1). The tints are *computed* as 70% and 30% mixes with white. The guidelines name these tints but do not give hex values for them.
```yaml
palette:
primary:
- name: "Klättermusen Blue"
hex: "#00B1F8"
rgb: "0 177 248"
cmyk: "67 15 0 0"
pms: "298U"
tint_70: "#4DC8FA"
tint_30: "#B2E8FD"
- name: "Klättermusen Yellow"
hex: "#FFE691"
rgb: "255 230 145"
cmyk: "1 7 52 0"
pms: "127U"
tint_70: "#FFEEB2"
tint_30: "#FFF8DE"
- name: "Klättermusen Burnt Russet"
hex: "#8C1438"
rgb: "140 20 56"
cmyk: "30 100 68 28"
pms: "704U"
tint_70: "#AE5B74"
tint_30: "#DCB8C3"
secondary:
- name: "Klättermusen Silver"
hex: "#A7A9AC"
rgb: "167 169 172"
cmyk: "0 0 0 40"
tint_70: "#C1C3C5"
tint_30: "#E5E5E6"
- name: "Klättermusen Heritage Citronell"
hex: "#CDDC32"
rgb: "205 220 50"
cmyk: "28 0 87 0"
pms: "388U"
tint_70: "#DCE670"
tint_30: "#F0F4C2"
- name: "Klättermusen Heritage Purple"
hex: "#823CC8"
rgb: "130 60 200"
cmyk: "72 80 0 0"
pms: "Violet U"
tint_70: "#A877D8"
tint_30: "#DAC4EE"
neutrals: ["#FFFFFF (white)", "gray: use Silver or its tints", "#000000 (black, for text; see Retail)"]
hierarchy_60_30_10:
"60%": "a neutral: white or gray"
"30%": "a primary: Klättermusen Blue or Klättermusen Yellow"
"10%": "an accent: Burnt Russet, Heritage Citronell, or Heritage Purple"
note: "The guidelines call this an approximate overall hierarchy (2.3). Tints are complements, used for backgrounds and for variation in illustration or web."
combinations_readable_from_text:
pairs:
- "Klättermusen Blue base with white accent."
- "Klättermusen Blue base with Klättermusen Yellow accent."
- "Burnt Russet base with white accent. Burnt Russet can also sit on a white background."
- "Heritage Citronell base with white accent; Citronell base with Heritage Purple accent; Purple base with Citronell accent."
- "Heritage Citronell and Heritage Purple can sit on white and on Silver."
caveat: "The combination page (2.2) was extracted out of order. Pairings beyond the five above are not encoded."
contrast_computed_wcag:
- "Black on Blue 8.6:1 passes. White on Blue 2.4:1 fails for text. Use white on Blue only for the logotype, a large display word, or a graphic shape. Never use it for body copy."
- "Black on Yellow 17:1 passes. White on Yellow fails. Use black text on Yellow."
- "White on Burnt Russet 9.2:1 passes. Black on Burnt Russet fails."
- "White on Heritage Purple 6.1:1 passes for body text."
- "Black on Citronell 13.9:1 passes. Black on Silver 8.9:1 passes."
```
Do not take colors from product names such as Raven, Burnt Lava, or Mineral Blue. Those are commerce colorways, not brand tokens. The live site still uses mostly black, white, and #F2F2F2 in its interface. That reflects the retail "premium" treatment and is not a different palette.
## Typography (3.1–3.3)
```yaml
typefaces:
headline:
family: "Rotis SemiSans Pro"
supplied: ["RotisSemiSansPro-Light.otf (300)", "RotisSemiSansPro_Regular.otf (400)", "RotisSemiSansPro-Bold.otf (700)"]
version: "1.100, Monotype Imaging"
use: "Headlines and subheads, Bold or Regular. Optical kerning. Leading 100% when the line has descenders, 90% when it has none. Tracking -15 (about -0.015em). Centered or left-aligned."
body:
family: "Rotis II Sans Pro"
supplied: ["RotisIISansPro-Light.otf (300)", "RotisIISansPro-Regular.otf (400)", "RotisIISansPro-SemiBold.otf (500)", "RotisIISansPro-Bold.otf (700)"]
version: "1.000, Monotype Imaging"
use: "Body copy in Regular. Leading 120-130% depending on length. Tracking 0. Emphasize with bold. Also used for icon labels."
small_caps_label:
family: "Rotis II Sans Pro SemiBold"
use: "Small all-caps body text. Leading 160%. Tracking 200 (about 0.2em). Centered or left-aligned."
secondary_display:
family: "Futura Mouse"
status: "NOT SUPPLIED"
use: "Based on the customized Futura of the 1993 logotype. Headlines and subheads only, when a layout needs more character, for example ARCHIVE SALE, a city name, or a discount code. Shown in capitals. Leading 100%. Tracking 25."
rule: "Without the file, leave Futura Mouse out. Do not substitute Futura, Jost, or another geometric sans and give it this name."
scale_ratios: "Subhead is about 1/2 of the headline size. Body is about 1/3. Small caps body is about 1/4. (3.2)"
language_coverage: "Every supplied file covers Swedish and German characters: å ä ö Å Ä Ö ü Ü ß €."
license:
copyright: "Monotype Imaging Inc. Each file carries a NOTIFICATION OF LICENSE AGREEMENT."
os2_fsType: 4
meaning: "Preview and Print embedding: documents may embed the font for viewing and printing only."
rule: "Do not embed, base64, host, or redistribute the supplied OTFs in a public artifact until Klättermusen confirms its Monotype license covers that use."
web_fallback:
stack_headline: "'Rotis SemiSans Pro', 'Rotis', 'Assistant', 'Helvetica Neue', Arial, sans-serif"
stack_body: "'Rotis II Sans Pro', 'Assistant', 'Helvetica Neue', Arial, sans-serif"
note: "klattermusen.com serves its own Rotis-Semi-Sans-Regular.woff2 and Assistant (observed 5 October 2026). Hotlinking those files is not a license to use them."
```
## Brand categories (7)
Choose one category per piece. The categories are not meant to be mixed.
```yaml
categories:
core: "Standard Klättermusen. Standard logotype, with or without the Crafted for Life lock-up, often with an in-activity photo. Examples: standard print and digital ads, Kendal Mountain Festival material."
heritage: "The brand's heritage look: illustrations, heritage colors (Citronell, Purple), or photos. Examples: pop-up material, a beer can, Paris fashion week."
premium: "Images in a white frame with no text on the photo, often with the Crafted for Life lock-up. Confidence and minimalism, not luxury. Examples: the London store, the ADP print ad."
expressive: "Bold, other fonts, new forms, the symbol pattern. Only for standing out. Never for everyday communication. Examples: London stickers, a fanzine."
default_for_b2b_and_retail_documents: "Core or Premium. Retail areas belong to Premium (9). This default is Encoded's inference for sales material; the guidelines do not cover sales decks."
```
## Brand messaging hierarchy (8)
```yaml
messages:
main_emotional:
text: "Crafted for Life"
rule: "Always connected to the primary logotype and always top of the hierarchy. Use logo + Crafted for Life as often as possible in campaigns, print, events, and retail. Exceptions: tight space, or when another message must lead, such as in digital ads. (8.1)"
secondary_rational:
text: "Not legible in the extracted text. The guideline print ad shows 'The world's most refined mountaineering equipment. Klättermusen est. 1975.' This is the likeliest wording, but it is inferred, not confirmed."
rule: "Explains what Klättermusen does and offers. Always stands on its own, lower in the hierarchy and visually lower. Has its own ligature lock-up. (8.2)"
third_complement:
text: "Maximum Safety for You / Minimum Impact on Nature"
rule: "A link to the past, used as backup when the first two messages do not fit. Set with the headline type settings. (8.3)"
```
## Layout rules from applications (9–12)
- **Retail (9):** Premium category. Photos stand alone. Text is black on white. Bags and other printed material are sober and minimal. Small giveaways, such as stickers, may use the Expressive category.
- **Paid social (10):** Always show the primary logotype, with short, clearly visible text. In motion ads, the logotype is centered at 50% of the artboard and appears within the first 3-6 seconds. The example headline is "Discover the New Winter Collection".
- **Core print ads (11):** The logotype is always 70 mm wide, centered or top-centered depending on the image. The brand message is 12 pt and the URL is 10 pt bold for hand-held print. Extra copy goes top-centered.
- **Events (12):** State who Klättermusen is and why it is there. Booth prints need a minimum of 150 effective ppi, ideally 300. Do not overuse imagery: one wall can be typography and graphics only. Keep text at eye level. Example lines: "Testing Booth / Try on and borrow our product", "Join Our Community".
## Imagery (6)
The guidelines define four photo categories: Model (studio, on a person), Mannequin (product only), Campaign/In Activity (product in use), and Creative (studio, for example a flatlay). They also define four motion categories: In Activity, Still Imagery Based, Creative Motion, and Typography/Graphic based. No images were supplied. When a brief says no photography, use the Typography/Graphic approach and the symbol as a tinted brand shape (1.2). Do not use stock mountain photos or AI-generated product images.
## Applying this to a slide or screen (Encoded inference)
The guidelines contain no slide template. Derive slides from the rules above:
1. Use a white or Silver 30% field for about 60% of the area, Blue or Yellow for about 30%, and a single accent for about 10%.
2. Use the Positive primary logotype on white or Yellow, and the Negative primary logotype on black. On a Blue field, use the monochrome Black or White logotype.
3. Set headlines in Rotis SemiSans Pro Bold at -0.015em, with subheads at about half the headline size. Set body in Rotis II Sans Pro Regular at a line height of 1.25, and labels in Rotis II Sans Pro SemiBold caps at 0.2em.
4. Use the symbol scaled up in a 30% tint as a background shape. Never skew or rotate it.
5. Keep margins of at least one symbol height. Text is black on light fields.
---
bcp_version: "1.1.1"
file_type: voice
parent: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand.md
last_updated: 2026-10-07
---
# Voice
> **Sources.** These patterns come from klattermusen.com copy (re-read 7 October 2026) and the message and boilerplate pages of the client-supplied Visual Guidelines. Klättermusen has not published a separate tone-of-voice manual. Traits marked *inferred* are Encoded's reading of that copy.
Klättermusen sounds like people who use the gear. The sentences are concrete, calm, and a little severe. They name weather, terrain, a construction, or a year. Klättermusen speaks as "we" to "you". The confidence is quiet. In the brand's own words, premium is "confidence and minimalism", not something "you use to brag". It never sounds like a fashion drop or a green campaign.
## Voice attributes
```yaml
voice_attributes:
- trait: "Equipment-first"
guidance: "Say equipment or gear for the mountains. Fashion is what Klättermusen defines itself against."
evidence: "https://www.klattermusen.com/en-eu/50-years-of-craftsmanship/"
- trait: "Precise about the detail"
guidance: "Give the construction a name and a reason: 3-layer Cutan, taped seams, underarm vents, 800 fill-power down, double-layer shoulders."
evidence: "https://www.klattermusen.com/en-us/fabrics/cutan/"
- trait: "Built to last, then repaired"
guidance: "Favor repair, refinement, and years of use over replacement and novelty."
evidence: "https://www.klattermusen.com/en-us/about-us/"
- trait: "Quiet confidence (premium without luxury)"
guidance: "Use short declarative lines and few adjectives. Let the fact carry the claim. No bragging."
evidence: "Visual Guidelines, Brand Categories: Premium"
- trait: "We, to you"
guidance: "First person plural with direct address, as on the About, warranty, and repair pages: 'we always prefer to repair', 'your trusted piece'."
evidence: "https://www.klattermusen.com/en-us/support/repairs/"
- trait: "A little humor, kept small (inferred)"
guidance: "The guidelines keep 'heritage and sense of humor' for stickers, giveaways, and expressive pieces. Keep main copy straight and save the wit for small touches."
evidence: "Visual Guidelines 9 Retail"
```
## Register by context
```yaml
contexts:
brand_and_campaign:
pattern: "Logo + Crafted for Life. Short, Title Case campaign lines in the guideline examples: 'Discover the New Winter Collection', 'Join Our Community', 'Testing Booth'."
product:
pattern: "Say what the product is for, then the construction and its reason. 'Gilling 20L is your companion for fast treks where ventilation and freedom of motion define the day.'"
service_and_warranty:
pattern: "Plain, specific, a little formal. Give the condition right after the promise: 'This does not imply your life span.'"
trade_and_retail_partner:
pattern: "Inferred from the event guidance (12.1): 'be clear in describing who we are and what we do'. Lead with facts a buyer can check: history, dated materials changes, technology, warranty handling, support. Speak as the brand ('we'). Do not write like an analyst describing the brand."
editorial:
pattern: "Dry, physical, proud of wear. 'Dirt is our paint brush, rocks are our pencils and years of wear and tear is our artistry.' (Hard Work of Art)"
```
## Mechanics
- Use Title Case for short campaign and lock-up lines, as in the guideline examples. Use sentence case for body copy and longer web headings.
- Always spell Klättermusen with ä. The domain is klattermusen.com.
- Name the year when a materials change is the point.
- Quote staff only from the published page. Gonz Ferrero is owner and CEO. Isabelle Liahaugen is Head of Design. Do not invent other speakers or quotes.
- Contractions are fine. The craftsmanship interview uses them.
- No exclamation points.
- New lines use a period or a colon, not an em dash.
## Vocabulary
```yaml
prefer:
- "mountaineering equipment"
- "refined"
- "durability"
- "repair"
- "construction"
- "crafted for life"
- "minimum impact"
- "rigorously tested in real-world conditions"
- "unforgiving weather, unpredictable terrain"
avoid:
- "fashion brand"
- "lifestyle drop"
- "luxury"
- "eco-friendly"
- "the world's greenest"
- "most sustainable"
- "guaranteed for life"
- "official ISPO partner"
```
## Writing patterns
**Use:** "Since 1975 we have made refined mountaineering equipment. It is built to last, and we repair it until it falls apart."
**Avoid:** "Born in the wild, this iconic Nordic fashion house is redefining outdoor."
**Use:** "In September 2017 we became the first outdoor brand to achieve a 100% fluorocarbon-free collection."
**Avoid:** "Always 100% free of forever chemicals, and the greenest shell on earth."
**Use (trade):** "Customers who buy from you come back to you. Our Retailers Service & Repair Form gets the product to our repair partner."
**Avoid (trade):** "Klättermusen describes itself as a durable brand (source needed)."
## Lines worth keeping
- "Crafted for Life." Main brand message (Visual Guidelines 8.1).
- "Maximum Safety for You / Minimum Impact on Nature." Heritage message (8.3).
- "The world's most refined mountaineering equipment. Klättermusen est. 1975." Guideline print ad example (11.2). The homepage meta uses the same phrase.
- "We don't archive ideas; we evolve them." Gonz Ferrero.
- "Every product has a purpose, and every detail has a reason." Isabelle Liahaugen.
---
bcp_version: "1.1.1"
file_type: anti_ai
parent: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand/voice.md
last_updated: 2026-10-07
---
# Voice guardrails
> **Encoded guardrails.** Inferred from klattermusen.com copy and the client Visual Guidelines (premium as "confidence and minimalism", not luxury). Klättermusen has not approved a banned-word list.
```yaml
brand_additions:
- type: phrase
pattern: "not just durable, but sustainable"
rationale: "Their CEO says durability and sustainability are not trade-offs. The contrast frame turns a design principle into a slogan."
example: "Not just durable, but sustainable."
- type: phrase
pattern: "eco-friendly fashion"
rationale: "The craftsmanship page says you are not buying fashion."
example: "Eco-friendly fashion for the modern explorer."
- type: phrase
pattern: "lifetime guarantee"
rationale: "The warranty is a product lifetime warranty against manufacturing defects. The page says this does not imply the wearer's life span."
example: "A lifetime guarantee, for as long as you live."
- type: phrase
pattern: "now exhibiting at ISPO"
rationale: "No first-party ISPO page and no verified 2024-2026 exhibitor listing. Do not assert current exhibitor status."
example: "Meet us at our ISPO Munich booth this week."
- type: phrase
pattern: "according to the brand guidelines"
rationale: "The guidelines are an internal document. Audience-facing copy must not cite them, quote their pages, or mention Encoded's sourcing."
example: "As stated in Klättermusen's internal visual guidelines, ..."
- type: phrase
pattern: "Klättermusen describes itself as"
rationale: "In brand-voice work this is a research-memo tone. Klättermusen speaks as 'we'. Caveats belong in the BCP, not in the creative."
example: "Klättermusen describes itself as a durable brand (source: About page)."
- type: phrase
pattern: "luxury"
rationale: "The guidelines say premium is not luxury and not for bragging."
example: "Luxury technical outerwear for the discerning explorer."
- type: phrase
pattern: "most sustainable"
rationale: "A generic comparative environmental claim. Use a dated, specific fact."
example: "The best and most sustainable equipment available."
- type: phrase
pattern: "[invented margin or MOQ]"
rationale: "No commercial terms were supplied. A specific-looking number is a fabrication."
example: "Enjoy a 55% margin with a low €5,000 minimum order."
- type: phrase
pattern: "Alias Klute"
rationale: "Fonts In Use is a third-party 2018 note. The client guidelines name Rotis SemiSans Pro, Rotis II Sans Pro, and Futura Mouse. Alias Klute is not among them."
example: "Set in the official Alias Klute typeface."
```
## Patterns to cut
- Category openers: "In a world of fast fashion," "Elevate your adventure," "Gear that moves with you."
- Superlatives they did not publish: greenest, safest, most awarded, official partner.
- Award sentences with no year and no source. A 2020 trade-press report is not a 2026 prize.
- Typed-out wordmarks ('Klättermusen' set in a font in place of the logotype).
- Placeholder numbers made to look real.
- Treating Swedish and English as two different histories. The dates match. Keep them matched.
- Em-dash cadence and exclamation points in new lines.
- Any sentence that implies Klättermusen reviewed this package.